Klostermann, Jan; Hydock, Chris; Decker, Reinhold - In: Journal of Product & Brand Management 31 (2021) 5, pp. 780-797
Purpose: In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on...